Event concept & production | Strategy | Direction | Production | Entertainment
Baden-Baden – Germany
Harry Winston chose Propaganda Live to conceive and organize the worldwide launch of the new Opus 14 watch, which houses a movement based on a traditional, vinyl-fed jukebox.
Our challenge was to create a unique, fun, prestigious and amazing reveal inspired by the famous 50’s American diners, for the brand and its selected key guests, amongst which international press, key collectors and retailers.
The agency designed and produced a striking and breathtaking 2 day event in Baden-Baden Germany, embarking guests on an exciting journey through the 50’s.
Upon arrival, guests traveled to the event in classic American Cadillac cars, driving through the Black Forest. They were then greeted by roller-skating hostesses before entering the main hall, which was decked out like a gigantic 1950s diner, complete with pinball machines, cocktail selections on old-fashioned diner menus, and black-and-white images of 1950s stars like Marilyn Monroe, Elvis Presley, and Cary Grant.
They could enjoy a fabulous concert given by Robin Thicke
On the second day, international media enjoyed a typical American brunch before attending a private press conference.
The unveiling event was a tremendous success, generating an immediate and strong word-of-mouth as well as substantial press coverage.